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The Commoditization of Architecture

  • 1.  The Commoditization of Architecture

    Posted 12-10-2012 10:22 AM
    Although we keep claiming architectural design to be a service and not a commodity, other forces are conspiring to drag the profession in the other direction. I have recently learned of a company called www.ArcBazar.com that pairs clients to designers around the world in the form of "Paid competitions." A prize of perhaps $1000 is put up for the redesign of an entire house and there will be 8-12 competitors who each upload their solutions within a deadline set by the client. The website takes 20% of the "prize" off the top, the selected winner supposedly gets what's left and the other competitors get the "pleasure and honor" of competing. With the use of BIM many of the completed projects LOOK fairly well developed and have multiple perspective renderings. There is no guarantee of code compliance, safety considerations or even buildability but clearly the competitors are each devoting scores of hours in work, if not more.

    The Advisory Board includes many alleged professors from Harvard and MIT. Does anyone know any of these people?:
    Oliver Bandte
    Tim Curran
    Sarah Goldhagen
    Jon Hirschtick
    William Porter
    Daniel Schadek


    I would say they have a lot to answer for. There is to my mind something HIGHLY unethical about luring desperate people from around the US and around the world to design with little to no prospect of getting paid. There is an even greater unethical quality about collecting a salary fro a university where people are paying $50,000 a year to learn to be architects and the debasing the profession through the use of this near fraudulent offer of compensation. It is like have 20 people rake your yard and offering to pay the one that you judge to have raked the best minimum wage and paying the others nothing. Does this shock others as much as it shocks me?

    Regards,


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    Ross Cann AIA, LEED AP
    Senior Architect
    A4 Architecture + Planning
    Newport RI
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    Apply for the 2026 Small Project Community Grant. Up to $5k for community-based projects. Apply by April 17.


  • 2.  RE:The Commoditization of Architecture

    Posted 12-11-2012 09:21 AM
    I too just heard about this company and, like you, shook my head in dismay.  Thanks for posting it.

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    Susan Rochelle AIA
    Susan M. Rochelle Architect
    Milford NJ
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    Apply for the 2026 Small Project Community Grant. Up to $5k for community-based projects. Apply by April 17.


  • 3.  RE:The Commoditization of Architecture

    Posted 12-11-2012 10:36 AM

    I signed up to take a look around the web site. Didn't spend a lot of time but looked at one project in particular. A request for a residential addition with a "prize" of $600. I assume that $600 gets split 4 ways, winner, second and third place and the web site?  They stated they have a contractor and that the drawings be code compliant. So what's going to happen here? Are they going to try and take the winning plans to a local architect to rubber stamp for permit?  

    Looks like we are going to be replaced by online kids with sketch up. Great.

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    Thomas Streicher AIA
    Thomas Streicher, Architect
    Monroe NY
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    Apply for the 2026 Small Project Community Grant. Up to $5k for community-based projects. Apply by April 17.


  • 4.  RE:The Commoditization of Architecture

    Posted 12-12-2012 10:31 AM
    I looked at the projects there too and didn't see any drawings that could seriously be used to obtain a building permit. Although, as has been continuously discussed in the Residential forum, it doesn't take a licenced architect to produce most simple residential work. However, clearly missing is code compliance data, site/zoning information, energy code compliance calculations (like ResCheck), and a lot of details required for obtaining a reasonably accurate contractor's bid--in fact, there is no financial responsibility involved at all. There are also commercial projects, where even the best (read "winning") projects were little more than 3rd-year architecture student level projects.

    I thought many of the sketchup or archicad projects contained good-looking boards that obviously required subtantial time investments. These graphics-talented designers will eventually realize that the business model is flawed. Even if they think they can reuse elements (like the inpiration boards), they should try doing a profit plan, because soon they'll realize they are paying themselves about 5 cents an hour.

    I really do not see this website concept as a threat to the profession. It might be a way for new ITT grads to produce a portfolio, but it's not architecture and it's not business. The value of the licensed architect is not in the fast-pace production of drawings, but in knowledge and personal relationships.

    David W. Clarke AIA
    President, AIA Southern New Mexico Chapter
    Senior Architect, Williams Design Group, Inc.
    Las Cruces NM


    Apply for the 2026 Small Project Community Grant. Up to $5k for community-based projects. Apply by April 17.


  • 5.  RE:The Commoditization of Architecture

    Posted 12-14-2012 09:59 AM
    I am not thinking so much of a side by side comparison of ArcBazar work to actual design work. I am thinking of the pyschological effect on the market of a service that devalues design. Think of the record executives who may have dismissed the online sharing of music by saying : "The quality is low and people want to have the CD case and art!" and their shock that people actually had little compunction about stealing the work of artists that they supposedly admired and enjoyed.

    I think it it is critical to observe that a similar situation is being created here: People are being induced to provide work and service to others they do not know with little prospect of payment and the intermediary website is seeking to extract profit by facilitating this disfunctional relationship. And, as the music industry can attest as music sales are down 50% since 1999 despite the explosion of people listening to music on more devices and more frequently, the implications are enormous. I understand architecture is different in many ways from music sales, but the psychology of the marketplace should not be ignored or underestimated. 

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    Ross Cann AIA, LEED AP
    Senior Architect
    A4 Architecture + Planning
    Newport RI
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    Apply for the 2026 Small Project Community Grant. Up to $5k for community-based projects. Apply by April 17.


  • 6.  RE:The Commoditization of Architecture

    Posted 12-12-2012 09:41 AM
    Although this is another dark day for the profession of architecture, objectively speaking there two participants in this "relationship" and the other participant is any fool architect dumb enough to sign up. If there are architects out there with so little self respect for themselves and in their profession then fine, but on the other hand are these the clients we really want? ------------------------------------------- Robert Schmid AIA Principal RCS AIRdesign Denver CO -------------------------------------------
    Apply for the 2026 Small Project Community Grant. Up to $5k for community-based projects. Apply by April 17.


  • 7.  RE:The Commoditization of Architecture

    Posted 12-13-2012 09:48 AM
    After spending some time on their website, I couldn't help but to send my grievances directly to them. See below.

    To whom it may concern,

     I stumbled across your service while reading some articles on the matter and I must say that I am utterly appalled by what you are attempting to do. I am a licensed architect with a small practice in Illinois. Many of my projects are of a small scale not to dissimilar from what is included on your competition postings. I can tell you from my own personal experience that the kind of design you are advocating is no different than the garbage shown on reality TV "design" programs. (I had the unfortunate circumstance to stumble upon a production of one of those shows where the "interior designer" was advocating remodeling an illegally screened-in porch in poor condition, whereas I would have immediately advocated to raze the addition rather than pour a penny into it.)

     I deal with a multitude of client types. Some are more sophisticated, others require much more hand holding. Nothing, absolutely nothing, can replace the ability to communicate with a client directly. The insights I can gain in a 1 hour initial, free consultation vastly surpass your alternative of essentially throwing up a bunch of ideas to see what sticks. The notion that crowd sourcing is somehow better because you get many different ideas instead of just one is just plain false. I offer a minimum of 3 design alternatives on small projects. For larger, more complex projects I tell my clients that I will design until they are satisfied - all at a fixed price.

     I also take issue with the notion that the designer does not have to see the site. I have never worked on a project where I have not first gone to the site or existing building. I take my own measurements because as the design professional I know what is the important information and I can trust the accuracy. The difference between your competitions and international design competitions is that the clients for international design competitions have no intention to use competition submission boards to get building permits or to build anything.

     What exactly do you do about code compliance, zoning issues and life safety issues? In some of the projects it is not even clear where they are located. I saw one design winning submission with a suspiciously low slope roof. I saw another competition for a bathroom expansion / remodel on a tight budget, but what about the adequacy of the water service. How exactly does a designer from some other part of the world know construction means and methods or where the project is located. (Again, I have done some minor design work in Poland, but only in collaboration with technically experienced local professionals) I have seen more than one of your competitions where the client is essentially asking for construction ready plans. Your own Client FAQ suggests that clients simply need to take the designs to their contractor.

     My final issue is the picture you paint for the profession. I work on small projects, and I have found a way to be successful doing it. My fees are in line with my competition. My clients are generally very satisfied with my work. Despite the recession, I have been able to keep the doors open and put food on the table. Design is not a charity, nor a right. You state that one of the big benefits is that it is less expensive for your clients. How exactly? That they should pay for incomplete, possibly harmful design solutions, that may be of no use at all. And at what cost, so that our future designers learn that their creativity is only valued if the client agrees.

     I do applaud your desire to give an opportunity to young designers. However, perhaps you should have focused your energies on teaching them how to ethically and successfully run a small-project practice. Fortunately, in Illinois, most building projects require an architectural seal for construction. I will be strongly advocating for similar rules elsewhere in light of your service and other similar crowdsourcing services.


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    Thomas Budzik AIA
    T B Architecture, PC
    Prospect Hts IL
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  • 8.  RE:The Commoditization of Architecture

    Posted 12-13-2012 10:26 AM

    Mr. Budzik, if you get a reply to your letter please post it.

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    Thomas Streicher AIA
    Thomas Streicher, Architect
    Monroe NY
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    Apply for the 2026 Small Project Community Grant. Up to $5k for community-based projects. Apply by April 17.


  • 9.  RE:The Commoditization of Architecture

    Posted 12-14-2012 09:39 AM
    Has the legality of this enterprise been investigated? In many jurisdictions of the US it is illegal to offer architectural services without being registered in that jurisdiction. In some you even need to be a registered residential designer. NCARB should investigate this and inform the various jurisdictions of the findings. ------------------------------------------- Robert Schmid AIA Principal RCS AIRdesign Denver CO -------------------------------------------
    Apply for the 2026 Small Project Community Grant. Up to $5k for community-based projects. Apply by April 17.


  • 10.  RE:The Commoditization of Architecture

    Posted 12-12-2012 09:41 AM
    Note the "young architect" catch line. reminds me of the phony "starving artists" art sales that used to tour around the country. Turns out the "art" was mass produced.Hey, here's an idea...tell us what you want painted and we will have an art competition. jk jk

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    Thad Broom AIA
    Architect
    Thad A. Broom AIA, P.C.
    Virginia Beach VA
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    Apply for the 2026 Small Project Community Grant. Up to $5k for community-based projects. Apply by April 17.